#813: Big Game Ads Recap: Zappi CMO Nataly Kelly shares the winners and losing advertisers

Did your brand just spend $7 million on a 30-second ad that alienated or ignored half its potential audience?

Agility requires a willingness to challenge long-held assumptions—like the idea that a celebrity and a massive budget are all you need for a winning Super Bowl ad. It demands that brands move from gut feelings to data-driven insights to understand what truly resonates with their audience.

Today, we're going to talk about the biggest advertising event of the year: the Super Bowl. Millions of dollars are spent, careers are made, and brands have one 30-second shot to capture the zeitgeist. But beyond the spectacle and the morning-after buzz, what actually drives results? We'll dig into the data behind the ads, exploring which brands successfully connected with key audiences, what the data says about using celebrities, and how the smartest brands think about the Super Bowl not as a single event, but as a strategic play in a much larger game.
To help me discuss this topic, I'd like to welcome, Nataly Kelly, CMO at Zappi.
About Nataly Kelly

Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization.

Nataly Kelly on LinkedIn: https://www.linkedin.com/in/natalykelly/

Resources

Zappi: https://www.zappi.io

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